Marketing Manager - School Enrolment Strategy

Gems Education UAE; Dubai; On-site; AED 200,880 - 312,480; Full time

Job summary

GEMS Education is seeking a seasoned Marketing Manager to lead school enrolment strategy in Dubai. The role focuses on building awareness, generating prospective-family interest and supporting enrolment growth across a cluster of schools.

You will oversee paid media, manage campaign budgets and strengthen market positioning, collaborating with cross‑functional teams to deliver measurable enrolment outcomes.

Qualifications

• Minimum 5 years of relevant marketing experience.
• Strong understanding of performance marketing and campaign optimisation.
• Data-driven approach to audience analysis, budget allocation and ROI.
• Experience managing paid media plans across digital and traditional channels.
• Ability to connect marketing activity with enquiries, admissions and enrolment outcomes.
• Strong written and verbal communication skills in English.

Responsibilities

• Develop annual marketing plans for assigned schools based on enrolment goals and brand priorities.
• Translate annual plans into practical quarterly campaigns and schedules.
• Define brand differentiators for each school and co-lead USP workshops.
• Design multi-channel marketing initiatives to increase reach and enquiry generation.
• Manage annual marketing budgets across the school cluster and track expenditure.

Skills

Education marketing

Marketing strategy

Paid media management

Campaign analytics

Lead generation

English communication

Stakeholder management

Brand positioning

Education

Degree in Marketing, Communications, Public Relations

Tools

Photography

Video production

Multimedia tools

Job description

Marketing Manager - School Enrolment Strategy

Job Snapshot

Role: Marketing Manager - School Enrolment Strategy

Location: Dubai, UAE

Industry: Education Management

Function: Marketing / PR / Advertising

Experience: Minimum 5 years of relevant marketing experience

Job Type: Full-time

Position Overview

Marketing Manager - School Enrolment Strategy in Dubai, UAE is an Education Management role focused on building school awareness, generating prospective‑family interest and supporting enrolment growth across an assigned cluster. GEMS Education is hiring an experienced marketing professional to create integrated strategies, oversee paid media, manage campaign budgets and strengthen the market positioning of multiple schools.

Job Details

Country: UAE

City: Dubai

Industry: Education Management

Function: Marketing / PR / Advertising

Salary: 18000-28000 Estimated salary range based on similar jobs in the job city; please confirm the final offer with the employer.

Gender: Any

Candidate Nationality: Any

Job Type: Full-time

Role Context

The Marketing Manager - School Enrolment Strategy will convert school priorities into measurable marketing programmes that increase visibility and prospective‑family engagement. Working across a cluster of schools, the manager will connect brand positioning, paid media, creative production, enrolment support and performance analysis to improve campaign effectiveness and deliver stronger returns on marketing investment.

Key Responsibilities

• Develop annual marketing plans for assigned schools based on enrolment goals, brand priorities and changing market requirements.
• Translate annual plans into practical quarterly campaigns, activities and delivery schedules.
• Co‑lead unique selling proposition workshops with cluster communications leads.
• Define clear and credible brand differentiators for each school.
• Design integrated marketing initiatives that use multiple channels to increase reach, awareness and enquiry generation.
• Align campaign activity with school admission cycles and enrolment patterns.
• Manage annual marketing budgets across the assigned school cluster.
• Track expenditure, campaign efficiency and compliance with approved financial plans.
• Take ownership of marketing performance indicators, campaign returns and enrolment‑related outcomes.
• Analyse results and recommend adjustments that improve conversion, reach and cost efficiency.
• Develop paid media plans in collaboration with school teams and shared‑service specialists.
• Advise schools on target‑audience selection, media channels and campaign coverage.
• Examine prospective‑family behaviour, enquiry patterns and enrolment curves.
• Use audience insights to improve campaign timing, messaging and channel investment.
• Lead the concept development and production of promotional campaigns for cluster schools.
• Coordinate with digital, design, communications, enrolment and external agency teams.
• Ensure schools have current photography, video and other creative assets for marketing activity.
• Evaluate the effectiveness of campaign concepts, messaging and visual materials.
• Optimise live campaigns using performance data and stakeholder feedback.
• Produce brochures, fact sheets, presentations and other school marketing collateral.
• Provide sales and enrolment teams with suitable campaign assets and communication materials.
• Promote consistent marketing practices throughout the assigned school cluster.
• Protect GEMS Education and individual school brand standards across all channels.
• Coordinate campaign reviews and obtain stakeholder approval before publication or release.
• Confirm that marketing activity complies with internal policies and applicable regulatory requirements.
• Review vendors, agencies and media partners against strategic and commercial objectives.
• Act as a central contact for external agencies and protect the organisation ’s interests.
• Monitor competitor campaigns, positioning and market activity.
• Share relevant industry trends, audience insights and competitive findings with school teams.
• Recommend improvements to marketing policies, systems and processes.
• Guide school‑based marketing representatives and support effective campaign execution.
• Collaborate with cluster business partners and communications leads on school marketing plans.
• Maintain productive relationships with education leaders, enrolment teams and shared‑service departments.
• Manage multiple campaigns, deadlines and stakeholder expectations in a matrix organisation.
• Support additional GEMS Education projects and corporate campaigns when required.

Ideal Profile

• Degree in Marketing, Communications, Public Relations or a related discipline is preferred.
• Minimum 5 years of relevant marketing experience.
• Demonstrated experience developing and implementing marketing strategies.
• Strong understanding of performance marketing and campaign optimisation.
• Data‑driven approach to audience analysis, budget allocation and return on investment.
• Experience managing paid media plans across relevant digital and traditional channels.
• Ability to connect marketing activity with enquiries, admissions and enrolment outcomes.
• Strong written and verbal communication skills in English.
• Arabic language capability would be advantageous.
• Excellent organisational skills with the ability to manage competing priorities.
• Confidence coordinating creative, digital, communications and enrolment stakeholders.
• Ability to work effectively within a fast‑paced matrix organisation.
• Sound commercial judgement and budget‑management capability.
• Experience working with external agencies, vendors and media partners.
• Familiarity with design and multimedia tools would be beneficial.
• Education‑sector or service‑industry marketing experience is preferred.
• Strong attention to brand consistency, campaign approvals and regulatory compliance.
• Collaborative leadership style suitable for guiding school marketing representatives.

Skills Set

• Education marketing
• School enrolment campaigns
• Marketing strategy
• Cluster marketing management
• Brand positioning
• Unique selling proposition development
• Annual marketing planning
• Quarterly campaign planning
• Paid media management
• Performance marketing
• Audience segmentation
• Prospective‑family acquisition
• Lead generation
• Enrolment funnel analysis
• Campaign optimisation
• Marketing analytics
• KPI tracking
• Return on investment analysis
• Budget management
• Cross‑channel marketing
• Digital advertising
• Media planning
• Creative campaign development
• Marketing collateral production
• Photography and video asset management
• Agency management
• Vendor management
• Competitor analysis
• Market research
• Brand governance
• Stakeholder approvals
• Sales enablement
• Enrolment team support
• Matrix organisation collaboration
• Project management
• English communication
• Multimedia tools

Why Join Us

This opportunity offers responsibility for marketing performance across a portfolio of schools in Dubai ’s competitive Education Management sector. The successful manager will influence school positioning, enrolment growth and campaign investment while collaborating with senior education, communications, digital and admissions stakeholders. The role also provides exposure to high‑impact projects within an established international education network.

About the Company

GEMS Education operates a broad network of schools serving diverse communities in the UAE and international markets. Its central and school‑based teams work together to strengthen educational delivery, family engagement, brand visibility and sustainable enrolment growth.